I stumbled upon the following quote, and although it comes from an article written in 2010, I thought it is such a timeless statement it bears repeating here again. I do think these words go right to the heart of what social media is (and isn’t) and why it is so important to have goals and measurement tools in place before jumping on the social media band wagon. (Read Strategy Before Tools for more on this)
Social media tools are not magic wands that will transform a non-profit or any business overnight. Social media platforms are simply additional channels, which non-profits can use to market their messages and their needs. Any magic that transpires is an act of the people who listen and learn from the stories of non-profits and their supporters via the Internet and beyond.